Why Promote a School Brand?
Brand evolved out of a revolution in the last century that is touching every of corner modern life. A respected voice in its evolution is the father of advertising, David Ogilvy, who said, “Today, brand is the intangible sum of product attributes, the name, the package,the price, the history, the reputation and advertising ” (Oglivy, 2012). If this is true, how do we align this advertising stance in schools ? Educators don’t have an Ogilvy advertising agency budget to create intangible brand loyalty for their stakeholders, but we can surely adapt, and we don’t need advertising to create a brand.
The term “promotion” takes the place of “advertising” in BrandED strategy. It’s the necessary adaptation. Unlike advertising, promotion doesn't cost a thing and it is required in today’s world of education to create brand power. It’s essential for educators to promote themselves in this digital world of connection. Who is better at sharing the story of the wonderful work of the school than those stakeholders who are creating this? Kids, teachers, staff can be the genuine voices of the narrative of success that is built through promoting the school’s brand. Educators who are strategic in promotion can reach stakeholders through the tangible and intangible connection of brand awareness. You don’t have a marketing department, but leaders can promote and advance BrandED’s foundation: image, promise, and result for connectivity. These three brand elements form the focus of a leader’s plan to benefit your school. Thanks to our world of digital advantages, brand is a fit for this journey.
Today, a teenager on his own personal brand journey on social media platforms like Snapchat and Instagram is pursuing the same brand elements: image, promise, and result. That average teen is not as informed as a professional, but is selling and promoting like a pro to his or her audience. Why? He or she wants to matter. There’s surely a lot of emphasis on image and result on that kid’s part, and maybe some attention to genuine promise. Teens are sailing on the social media sea delivering personal brand value for better or worse. Recognize that their search to communicate a brand that matters is real. These young stakeholders are sitting in our classrooms. They can be among the first to embrace and power the new school brand and they can fit into a systemic role as a school brand is developed and promoted. Leaders come from all levels. Their voices matter.